MANGIA:
REDEFINING TRADIZIONE
WHO MANGIA IS
THE LOGO
The logo needs to be bold, and modern yet show the Australian consumers a wholesome and homely product by a trusted company - Mangia values our family as you value your family. By incorporating the national colours of Italy I wanted to immediately create a sense of familiarity that ties this idea of tradition and honesty directly to the pasta and the lovingly cooked meals that follow. I worked on the idea of fonts that were reflective of a bygone era, 1950s Australia, but I felt a script font (3) was not sharp enough for the packaging to hold place on the shelf of a major supermarket, and the Art Deco type bold font was too plain (1). Working on the concept of food, and a bowl led me to my second design (2). A bowl with the colours of the flag and perhaps a spoon and fork balancing out the name, which was to be created using an Art Deco type font. This then led to the idea of a fork making the letter ‘M’, and the Art Deco type font to round out the design (4). 2
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THE FINAL DESIGNS I worked on the “fork design”, and through research using a Woolworth’s pasta section shelf, I concluded out that a RED logo could hold more weight than a predominantly green logo - it ties in with the red sauce idea, and I thought red would make a greater stand on the shelf. The three colours of the flag are accounted for and I believe the icon logo depicts all aspects of the Mangia brand - the love of food, the soft lines denote warmth and a trusted feel and the name - MANGIA - is still bold and brash, standing firm as a great provider.
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The ‘Bowl’ logo work very well as it is bold and will stand out on a shelf, and a minimal package design can support this. The lines seemed to work better as rough, almost sketched lines as solid bold lines seemed too formal. This created a more rustic feel when added.
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ROOM ON THE SHELF As with every other form of traditional food, there are enormous variations in the many brands of pasta out there. And while there’s plenty of room on store shelves to accommodate that wide range it’s important for us to know what differentiates one pasta from the next and what ill make a customer make their choice between Mangia or one of the other pasta ranges on the shelf. We know Mangia uses top quality ingredients, but it also has a great reputation - one of trust and common values. Mangia sits in the price point which is not the cheapest, this is not home-brand, nor is it top shelf boutique pasta. Mangia is everyday pasta. When it came to immediate competition, Barilla and San Remo are the ones to sit with. San Remo has the 2 branded proposition - the standard clear plastic packet and the specialty pasta with the recycled card to make point of the environmental and healthy status of their low GI and pulse pastas. Barilla has the sensible and sturdy trusted blue box that demands attention on the shelf thanks to its upright appearance. When it came to designing the packet, I decided a combination of these 2 aspects would make for the perfect value proposition for the customer. A healthy meal that values current issues as well as the sensible nature of the sturdy box.
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THE PACKAGING When thinking about what pasta means to people, I came to the conclusion that to the product needed to be seen to instill a greater sense of trust in the product, so first and foremost, the package MUST have a clear window where the consumer can see the pasta they are about to take home. Also, to convey the tradition and longevity of the Mangia brand, a recipe and a short family history would be included on the back or side of the packet.
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THE FINAL DESIGNS (1) My first concept developed with a sense of seniority on the pasta shelf - a crisp white packet that was almost minimalist in design - the logo bold, front and centre. It looks modern and appealing, and is not common of other pasta brands, more of a boutique feel. (2) Again, the colours of the flag come from the logo design, leaving the box to be a sturdy receptical of the carb goodness that is pasta. But in this case, the recycled nature of the box lends to a community awareness feel, that of the environment and health. (3) A bolder, brighter package that can have the option of resealing. I thought the emphasis on the Italian colours coupled with the boutique packet might convey a pasta that is not essentially local or may lack the ‘real’ essence of Mangia and its family tradition here in Australia. It might be deemed ‘too fancy’ for a week night mealtime experience. (4) The box is colourful, and the die-cut may be too intricate, unnecessarily so. The pattern on the sides were to be tomatoes on one side and herbs on the other, representing the colours of the flag.
THE FINAL I went with the design that I felt deciphered the details of the brief,bringing together all aspects to create a well defined packaging concept for Mangia. I felt that the material of the packaging would immediately create interest upon the shelf - that of an environmentally friendly, community aware company. It conveys values. That coupled with the traditional Italian spelling, ‘Nonna’s Recipe’ and the cut out so the pasta can be seen shows a trustworthy and family orientated company, who creates a worthwhile meal experience.
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Fold line:
Nutritional Facts Serving size 125g
Amount Per 100g Calories 131 Calories from fat 12
Mangia opened it’s doors in 1956 as a small pasta factory in Sydney’s Italian heartland Leichhardt. In Italy every town you can hear the call of ‘Ora Mangia!’ which translates to ‘now eat’. For three generations the Bianchi family & staff have grown to be one of Australia’s finest family operated pasta companies. We take great pride in our responsibility to supply Australians with flavoursome, consistently great tasting pastas. C
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CM
We believe in supporting Australian farmers and workers, it is our responsibility to this great country.
% Daily Value*
Total Fat 1.1 g Saturated fat 0.2 g Polyunsaturated fat 0.4 g Monounsaturated fat 0.1 g Cholesterol 33 mg Sodium 6 mg 0% Potassium 24 mg 0% Total Carbohydrate 25 g Protein 5 g
1% 1% 11%
Suggestion For Perfect Cooking
8% 10%
Use 6 litres of water per 500g of pasta. Bring water to the boil and add a pinch of salt and then the pasta. Stir from time to time. Cook for 11-13 minutes, drain and season
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Italian born. Proudly Australian made.
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Nonna’s Tradizionale Salsa Rossa Rigatoni 2 tablespoons olive oil 1 tablespoon butter 1 onion finely chopped 2 garlic cloves crushed 1 x 400g can chopped tomatoes ½ cup water pinch of sugar optional salt & pepper to taste 500 g rigatoni, cooked (reserve 1 cup of cooking water) Parmesan and basil to serve
Vitamin A Calcium 0% Vitamin D Vitamin B-12
0% Iron 0% 1%
Vitamin C 6% Vitamin B-6 Magnesium
0% 0% 4%
*Per cent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs.
Melt together the olive oil and butter and saute the onions until soft and translucent. Add the garlic and saute for another 30 seconds before adding the chopped tomatoes. Pour ½ cup water into the tomato can and pour into the pot. Season with sugar, salt and pepper then allow to simmer for 5 minutes. Add the cooked rigatoni to the pasta and stir to coat. Add some of the reserved cooking water to thin out the sauce and make it even silkier. Serve topped with grated Parmesan and fresh basil leaves.
Ingredients Semolina (Wheat), Durum Wheat Flour, Vitamin B3 (Niacin), Iron (Ferrous Sulfate), Vitamin B1 (Thiamine Mononitrate), Vitamin B2 (Riboflavin), Folic Acid.
Store in a cool dry place www.mangia.com.au customerservice@mangia.com.au
ORA MANGIA!
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THE MOCK UP
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